Question 1

Describe the roles of the media planner and the media buyer.

Accepted Answer

The media planner is the individual who

Question 2

The number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period is:

Accepted Answer

A)  reach 
B)  frequency 
C)  demographics 
D)  impressions 
A)  reach 
B)  frequency 
C)  demographics 
D)  impressions

Question 3

Rating points are a measure of the impact or intensity of a media plan.

Accepted Answer

A) True 
 B)False

Question 4

A measure of the impact or intensity of a media plan is:

Accepted Answer

A)  cost per thousand (CPM) 
B)  gross rating points (GRP) 
C)  opportunities to see (OTS) 
D)  reach and frequency 
A)  cost per thousand (CPM) 
B)  gross rating points (GRP) 
C)  opportunities to see (OTS) 
D)  reach and frequency

Question 5

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.

Accepted Answer

A) True 
 B)False

Question 6

An advertisement on television will have the biggest impact:

Accepted Answer

A)  at the beginning or end of a set of ads 
B)  in the middle of a set of ads 
C)  during an infomercial 
D)  when the ad is 15 seconds rather than 30 or 45 
A)  at the beginning or end of a set of ads 
B)  in the middle of a set of ads 
C)  during an infomercial 
D)  when the ad is 15 seconds rather than 30 or 45

Question 7

Effectiveness in buying media time and space is dependent on each of the following factors, except:

Accepted Answer

A)  agency culture and track record 
B)  relationship between the agency and the medium's sales representative 
C)  size of the agency 
D)  creativity of the media buyer 
A)  agency culture and track record 
B)  relationship between the agency and the medium's sales representative 
C)  size of the agency 
D)  creativity of the media buyer

Question 8

The following are advantages of outdoor advertising, except:

Accepted Answer

A)  low cost per impression 
B)  broad reach 
C)  short lead time to develop ads 
D)  accessible for local ads 
A)  low cost per impression 
B)  broad reach 
C)  short lead time to develop ads 
D)  accessible for local ads

Question 9

The media multiplier effect refers to the combined impact of using two or more media, which is stronger than using either medium alone.

Accepted Answer

A) True 
 B)False

Question 10

In terms of television ratings, a new approach that has been growing in use is:

Accepted Answer

A)  net rating points rather than gross rating points 
B)  gross impressions and OTS 
C)  Nielsen's national rating points 
D)  providing a rating for the actual commercial spot 
A)  net rating points rather than gross rating points 
B)  gross impressions and OTS 
C)  Nielsen's national rating points 
D)  providing a rating for the actual commercial spot

Question 11

Recency theory suggests that in terms of media strategy it is better to maximize frequency rather than reach.

Accepted Answer

A) True 
 B)False

Question 12

The largest category of expenditures on outdoor advertising is for local services and amusements.

Accepted Answer

A) True 
 B)False

Question 13

One reason for using non-business media to reach business buyers is the difficulty getting through to decision makers, users, and influencers in the buying center. This is especially true in:

Accepted Answer

A)  straight rebuy situations 
B)  modified rebuy situations 
C)  new task purchases 
D)  both modified rebuy and new task situations 
A)  straight rebuy situations 
B)  modified rebuy situations 
C)  new task purchases 
D)  both modified rebuy and new task situations

Question 14

Among the following ad campaigns, frequency would be highest for:

Accepted Answer

A)  six 15-second television spots 
B)  one 45-second television spot 
C)  five 30-second television spot 
D)  four 15-second television spots 
A)  six 15-second television spots 
B)  one 45-second television spot 
C)  five 30-second television spot 
D)  four 15-second television spots

Question 15

Opportunities to see (OTS) measures the impact or intensity of a media plan.

Accepted Answer

A) True 
 B)False

Question 16

The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons, except:

Accepted Answer

A)  business decision makers are also consumers of goods and services 
B)  non-business outlets are not as costly and tend to be more effective 
C)  difficulty of reaching members of the buying center when they are at work 
D)  clutter in traditional business-to-business media 
A)  business decision makers are also consumers of goods and services 
B)  non-business outlets are not as costly and tend to be more effective 
C)  difficulty of reaching members of the buying center when they are at work 
D)  clutter in traditional business-to-business media

Question 17

One of the key advantages of magazine advertisements is the short lead-time available, allowing the advertiser to react to current events.

Accepted Answer

A) True 
 B)False

Question 18

Retailers rely heavily on newspaper advertising because it offers geographic selectivity.

Accepted Answer

A) True 
 B)False

Question 19

In a sequence of television commercials, advertisements placed at the beginning of the sequence have the best recall. Ads in the middle and end of the sequence have very little impact.

Accepted Answer

A) True 
 B)False

Question 20

One major disadvantage facing magazine advertisers is a decline in magazine readership.

Accepted Answer

A) True 
 B)False

Describe the roles of the media planner and the media buyer.

The number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period is:

Rating points are a measure of the impact or intensity of a media plan.

A measure of the impact or intensity of a media plan is:

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.

An advertisement on television will have the biggest impact:

Effectiveness in buying media time and space is dependent on each of the following factors, except:

The following are advantages of outdoor advertising, except:

The media multiplier effect refers to the combined impact of using two or more media, which is stronger than using either medium alone.

In terms of television ratings, a new approach that has been growing in use is:

Recency theory suggests that in terms of media strategy it is better to maximize frequency rather than reach.

The largest category of expenditures on outdoor advertising is for local services and amusements.

One reason for using non-business media to reach business buyers is the difficulty getting through to decision makers, users, and influencers in the buying center. This is especially true in:

Among the following ad campaigns, frequency would be highest for:

Opportunities to see (OTS) measures the impact or intensity of a media plan.

The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons, except:

One of the key advantages of magazine advertisements is the short lead-time available, allowing the advertiser to react to current events.

Retailers rely heavily on newspaper advertising because it offers geographic selectivity.

In a sequence of television commercials, advertisements placed at the beginning of the sequence have the best recall. Ads in the middle and end of the sequence have very little impact.

One major disadvantage facing magazine advertisers is a decline in magazine readership.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters

Exam 8: Traditional Media Channels

Describe the roles of the media planner and the media buyer.

The number of people, households, or businesses in a target market who are exposed to a media vehicle or message schedule at least once during a given time period is:

Rating points are a measure of the impact or intensity of a media plan.

A measure of the impact or intensity of a media plan is:

Effective frequency is the number of times a target audience must be exposed to a message to achieve a specific objective.

An advertisement on television will have the biggest impact:

Effectiveness in buying media time and space is dependent on each of the following factors, except:

The following are advantages of outdoor advertising, except:

The media multiplier effect refers to the combined impact of using two or more media, which is stronger than using either medium alone.

In terms of television ratings, a new approach that has been growing in use is:

Recency theory suggests that in terms of media strategy it is better to maximize frequency rather than reach.

The largest category of expenditures on outdoor advertising is for local services and amusements.

One reason for using non-business media to reach business buyers is the difficulty getting through to decision makers, users, and influencers in the buying center. This is especially true in:

Among the following ad campaigns, frequency would be highest for:

Opportunities to see (OTS) measures the impact or intensity of a media plan.

The recent shift in business-to-business advertising to more non-business media outlets is due to each of the following reasons, except:

One of the key advantages of magazine advertisements is the short lead-time available, allowing the advertiser to react to current events.

Retailers rely heavily on newspaper advertising because it offers geographic selectivity.

In a sequence of television commercials, advertisements placed at the beginning of the sequence have the best recall. Ads in the middle and end of the sequence have very little impact.

One major disadvantage facing magazine advertisers is a decline in magazine readership.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Regulations and Ethical Concerns

Evaluating an Integrated Marketing Program

Filters